Assignment 2 Strategic Marketing Management

Assignment 2: Individual Case Study Analysis

5 Questions.

 Q1 Essay

Read the annual report for your selected firm- create an SBU analysis based on their SBUs from their annual report. Where would you increase investments, maintain current investments, divest of current investments (or get rid of lines). Then based on the mini-lectures or chapter 9 in your book what is the business level strategy for each SBU?

Q2 Essay

If you were to segment the market (I want you to define your segments) how would you describe the typical decision making process for selecting a supplier for each of your segments? You may use the Positioning graph from the mini-lecture to illustrate this. Remember keep it simple to be useful and do not segment by product but customer characteristics.

Q3 Essay

Complete the following table based on your segments in Q2.  You may add additional rows based on your segmentation of the market in Q2.  You may find module 2 mini-lectures helpful when identifying marketing mix strategies (see product life cycle documents).


Marketing Strategy to Reach Market Segment

Product Mix Strategy

Pricing Strategy

Channel Strategy

Promotion Strategy






































Q4 Essay

Based on the segments described in question 2 &3, which market would you target and what would be your marketing strategy for that target market. 


Q5 Essay

In thinking about the types of world market or global strategies that your selected organization uses, what "Global or World Market' strategy (refer to corporate strategy notes) do you recommend and why? 


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